What is SEO
What is SEO

Written by Hilde

February 3, 2020

SEO stands for Search Engine Optimisation.

Digital Marketing Hub specialises in SEO Cairns. The goal of SEO is having your website show up organically on page 1 of the Search Engine Ranking Page (SERP).

Benefits of SEO:

  • Generate Traffic
  • Create Awareness
  • Convert Customers

SEO can help build trust and credibility. If you turn up on page 1 of Google compared to page 10, who do you think has more trust?

If done correctly, SEO can greatly increase your online visibility and offers an excellent ROI (return on investment).

SEO basics

What is SERP? Search Engine Ranking Page. This is page that shows up when you search for something in Google. Your goal is to be up the top of the SERP.

What are Keywords? – Words or phrases that people type into a search engine when looking for a product or service. For example, SEO Cairns is a key phrase.

What are Longtail Keywords? – This is when someone might type in a more specific request. Normally consist of 4 or more words, are generally easier to rank for but higher conversion. Example – Where to Cairns SEO specialist. (longtail keyword)

What are Seed Keywords? Products, services and other topics included in your website. Seed words are a great place to start getting ideas for keyword ideas for your website.

On page SEO this refers to text and images.

Off page SEO – links that link back to your page, these links give your page authority. The more trusted the site that is linking to you the higher Google indexes your site.

Google E-A-TExpertise – Google wants to see that you are an expert in your field. Authoritativeness – Google wants you to show that you are an authority in your field. Reviews, greatly help with this. Trustworthiness – You need to show users they can trust your website. Ensuring you have an SSL certificate is an important first step.

What is a META Tag?

Snippets of text that describes the page’s content. Appears in the website code.

Types of Meta tags =

Title Tag – The text at the top of your browser – Title page. These tags are a major factor in helping search engines understand what your page is about.

Meta Description Tag – Brief description of the tag. A good description can be the difference between someone clicking on your site instead of your competitors that may appear above or below you in SERP’s.

Meta Robots Tag – This tag tells search engine crawlers what they should do with the page.

Image, Video and Audio Tags – <ALT>  Atribute Tags – Describes the contents of an image.

File names should also be optimised as Google uses these to gauge exactly what the subject of the image is.

When Google displays your website, it generally displays the same 3 pieces of date in a Featured Snippet.

  • Title Tag
  • Meta Description
  • URL

Back linking – Backlinks are considered the ultimate ‘vote’ for your website. They are any links from another site back to yours. The more credible, reliable and authoritative sites that link to you means more ‘votes’ for your site!

How to get backlinks? Easiest way is to ask. Create amazing content that people will want to share. Create infographics, how to? Reach out to influencers in your industry. Can you swap a link in exchange for a testimonial? Remember, there are good and bad backlinks.

What makes a good link?

  • Trustworthiness of linking domain
  • Popularity of the linking page
  • The relevancy of the content from the source page
  • The anchor test used in the link
  • The number of domains that link to the target page
  • The ownership relationship between the source and target page
  • The text directly surrounding the link
SEO Checklist
SEO Checklist (source MOZ )

SEO helps GOOGLE find your site and rank it highly on the search pages!

Google uses algorithms to assess what sites to show and includes over 900 factors to determine the relevance of a website to a search query. 

Factors that will influence your SERP ranking:

  • Website content
  • Website structure and internal links
  • The searcher’s geographical location
  • Mobile optimization
  • Loading times
  • Server accessibility

Keywords for different stages of the Customer Journey.

When thinking about keywords the best place to start is thinking about how the search query begins. To do this effectively it’s REALLY important to know your audience.

Does your customer need to:

  • Do (something)
  • Know (something)
  • Go (somewhere)

What problem are you solving?

What stage of the customer journey is the keyword targeting (Awareness, Consider, Decide, Buy)


Awareness Stage – Brand building. Getting your message in front of as many people who might be as interested as possible. Clearly communication your value proposition.

Consider Stage – All about illustrating all the benefits of the product/service. Creating a compelling case why our product is better than the competition. Provide all the information to understand the product/service benefits

Decide Stage – Convincing prospect that our product is the best for their needs. Important to understand the barriers that might stop a purchase.

Buy Stage – Making the purchase process as easy and painless as possible. Consider highlighting deals, geographic, buying terms.

SEO and the Customer Journey

In 2020 20-50% of searches will be initiated by voice search. When choosing keywords think about how people would ask Google.

Tips to selecting Keywords

  • Brainstorm a list of words/phrases that you think your target audience might use to look for your product or service.
  • Write down 3-5 seed keywords (these words are very closely related to the products/services you offer).
  • Identify Niche topics – Ways to find niche topics are really understanding your target market and completing a client persona, know what they like, where they live, how much they earn. You can also enter your “seed keyword’+”forums” to have a look at discussion threads and what topic ideas come up.  Wikepedia table of contents. Look at Google’s related searches at the bottom of the search page.
  • Use tools to discover more information. Google Keyword Planner, Answer the Public, Google Trends

Choosing the right keywords

There are three important criteria when selecting keywords:


  1. Search Volume

    Find a search volume that suits your business. Choosing all keywords with really high search volume is not necessarily the right approach. If the keyword has massive amounts of traffic it can mean it’s more competitive and depending on the size of your business, your budget and how much content you are going to produce this might not be the best. You want to choose keywords with the right amount of traffic so it’s achievable for you to become number 1.  Just make sure it is a keyword that gets some traffic!

  2. Commercial Intent

    Will the keyword chosen relate to sales or a potential lead? For example something just searching Digital Marketing may just want to know what it is about and have no intention of using our service whereas if someone search The best Digital Marketing Agency in Cairns they are more likely to engage with our business.

  3. Competition

    Most tools will give you insight into the competition of a keyword and if it is high or low. If competition is high then it means that there are a lot of other businesses who think about that keyword is also relevant to them and their customers.

What to Analyse

  • Consider the number of monthly searches
  • How relevant is your keyword is to your category
  • How much competition does it have
  • Suggested bid, gives you an idea of what the keyword would cost per click if you were to undertake Search Engine Marketing.
  • Check out what your competitors are doing

Why potential customers may leave your site…

Awareness Phase of the Customer Journey
Customer Journey Buy Stage

Extra ways to improve your SERP ranking…

Google My Business – Free Business Listing from Google

Google will choose a business listing and determine ranking by:

  • Relevance
  • Distance
  • Prominence (reviews, business listings)

If you need a hand setting up your Google business profile check out our Google My Business package.

Business Listing Sites – Coming soon – list of all the recommended business listing sites.

Optimise all Social Media Platforms – This can be done by:

  • Filling out all profile information
  • Ensure your social handles, url’s are all relevant and match your business name
  • Post high quality content with back links to your website.

Tools to help with your SEO

Google Keyword Planner

Answer the Public

Google Trends

Google Autocomplete

KW Finder


SEM Rush


What NOT to do when it comes to SEO

Keyword stuffing – trying to fit as many irrelevant keywords onto your page as physically possible to rank higher. It is known search engines hate keyword stuffing and penalise sites for doing so.

Black Hat SEO – Hidden content on the back end of the website that isn’t visible to the audience.

Need a hand with your SEO,

book in for a chat…..


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